Muhammad Ramadan, Neni Triana M

The Influence Of Perceived Ease Of Use, Perceived Usefulness, And Promotion On Shopeepay E-Wallet On Consumptive Behavior Of Pontianak City Students

Introduction

The influence of perceived ease of use, perceived usefulness, and promotion on shopeepay e-wallet on consumptive behavior of pontianak city students. Study how ShopeePay's ease of use, usefulness, and promotions influence consumptive behavior in Pontianak students, emphasizing financial literacy for responsible e-wallet usage.

Abstract

The shift in lifestyle has transformed payment systems in West Kalimantan, moving toward cashless transactions. Non-cash payments, particularly through e-wallets, have become increasingly popular compared to traditional cash payments. This change in consumer behavior stems from various factors. This study analyzes data on server-based electronic transactions in West Kalimantan from 2021 to 2024. However, uncontrolled use of e-wallets during shopping can lead to excessive purchases of non-priority items, often unnoticed by users, resulting in consumptive behavior. This research examines the impact of Perceived Ease of Use, Perceived Usefulness, and Promotion on the consumptive behavior of ShopeePay users among university students in Pontianak City. A quantitative associative research design was employed to explore relationships between variables. Data were gathered using structured questionnaires distributed to active students in Pontianak, measured with a Likert scale, and analyzed using Structural Equation Modeling (SEM) via SmartPLS 3.0 software. The findings demonstrate that Perceived Ease of Use, Perceived Usefulness, and Promotion significantly influence consumptive behavior. Ease of use minimizes transaction barriers and promotes spending, perceived usefulness enhances efficiency and encourages frequent use, while promotions, such as discounts and cashback, have the strongest effect by triggering impulse purchases. Although FinTech innovations like ShopeePay offer convenience, they also pose challenges in managing spending habits. The study underscores the need for financial literacy programs and awareness campaigns to encourage responsible financial behavior. Future research should explore broader populations, cultural influences, and group behaviors to provide deeper insights into consumptive patterns. Additionally, e-wallet providers are advised to implement budget control features and financial reminders to assist users in managing transactions more wisely.

Review

This paper addresses a highly relevant and timely topic concerning the growing adoption of e-wallets, specifically ShopeePay, and its potential link to consumptive behavior among university students in Pontianak City. By investigating the influence of Perceived Ease of Use, Perceived Usefulness, and Promotion, the study offers valuable insights into the psychological and marketing drivers of spending habits in the cashless economy. The quantitative associative design, employing structured questionnaires and Structural Equation Modeling (SEM) via SmartPLS 3.0, represents a robust methodological approach for establishing relationships between the chosen variables. The findings clearly articulate that all three factors significantly contribute to consumptive behavior, with promotions having a particularly strong effect due to their role in triggering impulse purchases, which is an important practical takeaway. While the study provides clear findings, there are areas that warrant further clarification and consideration. The abstract mentions an analysis of "server-based electronic transactions in West Kalimantan from 2021 to 2024" which seems to be at odds with the stated primary data collection method of questionnaires distributed to students. If this transaction data was indeed utilized, its integration into the methodology and analysis, alongside the questionnaire data, needs to be explicitly detailed to avoid confusion. Additionally, while the choice of Perceived Ease of Use and Perceived Usefulness strongly aligns with the Technology Acceptance Model (TAM), explicitly grounding the study within a recognized theoretical framework would strengthen its academic foundation and contextualize the chosen variables more effectively. Finally, relying solely on self-reported consumptive behavior from students via questionnaires might be subject to social desirability bias, which could affect the accuracy of the findings. The implications drawn from this research are highly pertinent, emphasizing the critical need for financial literacy programs and awareness campaigns to foster responsible financial behavior among young e-wallet users. The recommendations for e-wallet providers to integrate budget control features and financial reminders are practical and user-centric, addressing the core challenge of managing spending habits. The suggestions for future research, such as exploring broader populations, cultural influences, and group behaviors, are well-founded and crucial for generalizing the findings and gaining a more comprehensive understanding of consumptive patterns. Further research could also benefit from incorporating qualitative methods to delve deeper into the motivations behind impulse purchases or long-term studies to observe changes in consumptive behavior over time, adding richer context to the quantitative findings.

Full Text

Comments

You need to be logged in to post a comment.